Home » Emilio Pucci and Supreme launch a mini streetwear collection

Emilio Pucci and Supreme launch a mini streetwear collection

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In recent years, the American brand Supreme (actually born in 1994) has become a phenomenon. Not only because every new product launch (all from the streetwear segment inspired by the skateboarding world) was sold out in a few hours, but for the marketing and communication strategies. Word of mouth online, it goes without saying, but perhaps more importantly, collections with limited numbers, on sale only for a short time and many capsules with luxury brands, from Louis Vuitton to Rimowa, passing through Stone Island in Italy. In the New York single-brand store (inaugurated in 1995, but remained for many years a destination for a few skateboard lovers) queues had been forming at each new “drop” for some years already from the evening before the products arrived in the store.

The acquisition by Vf for over 2 billion

A success that last autumn led to the acquisition of Supreme by Vf, the most important American group for sportswear and casualwear, with dozens of brands in its portfolio, including The North Face, Vans, Napapijri, Timberland, Eastpak . A $ 2.1 billion deal and the VF Group (listed in New York) said it expects that Supreme contributes, in the fiscal year 2021-2022, to increase the turnover by 500 million dollars and increase earnings per share by 0.2%.

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The announcement of Emilio Pucci

The acquisition by Vf does not stop the strategy of collaborations: the most recent is the one just announced by Emilio Pucci, maison born in Florence in 1947 and today part of LVMH, the largest luxury group in the world. For spring 2021 Emilio Pucci, famous in particular for his prints, has partnered with Supreme, creating a collection consisting of 14 pieces (in the photos above, three examples) featuring two of his archive prints, Tulips (1965) and Fantasia (1970). The collection includes one silk tuxedo jacket, water-resistant nylon sports suits, shirts and T-shirts with printed and embroidered logos, a hooded sweatshirt and matching pants, football shirt and shorts and a series of accessories that complete the look: sunglasses, hat, belt and a Zippo lighter. The Supreme / Emilio Pucci collection will be available from 10 June in Supreme stores (the one in Milan, the first in Italy, opened in April in Corso Garibaldi), on supremenewyork.com and from 11 June, on emiliopucci.com.

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The strange story of Supreme

Supreme is not a “new” brand nor a start up: it was born in April 1994 in New York from the idea of ​​James Jebbia and presented itself to the market as a clothing brand for skaters. The history of the brand is closely linked to its first store, which is still located today on Lafayette Street in Soho, in the southern part of Manhattan, near Greenwich Village. Already a year after the opening, Vogue America consecrated the brand by comparing it to Chanel and explaining that they were both a cult brand. Since then Supreme has often been called “the Chanel of streetwear”. The Supreme single-brand stores are located in Paris, London, Tokyo, Nagoya, Osaka and Fukoka, all with a design similar to the original New York store. Last year the second store was opened in New York, in the Brooklyn neighborhood and, as we said, a little over a month ago was the inauguration of the space in Milan.

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